Email Marketing Automation — Marwa Greaves // Hubspot

Marwa Greaves, the director of marketing and global messaging at Hubspot, stops by for Marketing Automation Week. For this week, we’re looking at ways to build a more efficient marketing fly trap. Email is one of the most popular marketing channels to automate. Today, Marwa shares some best practices for email marketing automation.

Show Notes

  • 01:59
    Email marketing automation
    Start at the point where theres the most volume. Additionally, while emails sent to prospects or customers is also a pretty good place to automate, you can automate internal emails as well.
  • 05:02
    When automations go wrong
    Not listening to your team can lead you to make their job more difficult instead of easier. Plus, its confusing to everyone when you automate a process and still have a team dedicated to doing the same thing.
  • 08:00
    The perspective of your automated emails
    Your email should still have that human touch. Automated emails should look like theyre coming from a person. But ensure that any response to that email goes into someones inbox to carry through the customer experience.
  • 10:00
    The tone of your automated emails
    Even if your email will not be linked to a sales agent, it still needs to be personal enough to drive action. Make your emails relevant, timely, and engaging.
  • 11:44
    Aligning the right triggers with the right messages
    This has to do with high volume versus high intent. So it goes back to analyzing your customer data. Review business goals to figure out what you need to focus on.
  • 14:39
    Analyzing customer data
    Gleaning data from your customers experience to see what processes can be automated is just the first step. Ideally, you will continue to monitor these data sources to continue to improve processes overtime.


  • “Emotionally-driven VS Data-driven: I think it's a combination and it also has to do with your audience a little bit...” - James Ontra, CEO & Co-Founder, Shufflrr

  • “... find one slide to hit the emotional component and then follow up with the data to nail it home.” - James Ontra, CEO & Co-Founder, Shufflrr

  • “Anything over 25, 30 slides is really exhausting unless you're in like technology and you're just going through the data and you're just presenting stuff.” - James Ontra, CEO & Co-Founder, Shufflrr

  • “If you need to keep going to prove your point, it starts looking like you're desperate. And people start wondering if you really believe what you're trying to sell.” - James Ontra, CEO & Co-Founder, Shufflrr

  • “I agree with the 10 slides for making the pitch. Cause that's plenty to get there.” - James Ontra, CEO & Co-Founder, Shufflrr

  • “If you present the emotional appeal, the audience will go and find the reason to reinforce their emotional belief that you got them in the very beginning.” - James Ontra, CEO & Co-Founder, Shufflrr

  • “In a presentation management environment, your company has a structured library of slides that might be 200 slides deep. You can quickly pick 10 slides in an order...” - James Ontra, CEO & Co-Founder, Shufflrr

  • “The big difference with Shufflrr is from a flat presentation to an organized structured library that allows your slides to follow the conversation.” - James Ontra, CEO & Co-Founder, Shufflrr

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